Why you shouldn’t rely on your Shopify theme’s microdata

A question that comes up frequently when I’m talking about my app JSON-LD for SEO is,

Why can’t I just use the structured data that comes in my theme?

You can use your theme’s microdata but you’re risking a lot.

The number one support question I get is "why does Google’s Structured Data Testing Tool say there are errors?" and the answer 95% of the time is that the theme is coded wrong or is missing data.

I look at structured data behind a lot of different themes and I can count on one hand the number of theme who had the data formatted correctly. Near half where custom themes.

We’re talking hundreds of stores.

Structured data has a very strict format it has to follow so when a theme doesn’t follow that format, it’s flagged as invalid.

Depending on how bad the data is, Google might either ignore that field or ignore your structured data for that page entirely.

This means that for many of the Shopify themes out in the wild, their structured data is effectively worthless.

That’s why I recommend JSON-LD for SEO to almost every Shopify store.

Sometimes I’ll find a store who’s using another SEO app which includes JSON-LD data so they don’t need it.

Most of the time adding JSON-LD for SEO is a nice, quick win for the store.

Eric Davis

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